MWA
Weekly Level 10 Scorecard
WEEK OF MAR 24, 2026
LIVE
01 of 05 — Scorecard Review · 15 min
Key Performance Metrics
Case Volume — Primary Growth Metric Updates weekly
Total Cases / Month
194
↑ +8% vs. last month
Target: 180–288 · Baseline: 150–240
SSD Cases
112
↑ +11% vs. last month
Primary growth engine · 35% budget
VA Cases
47
→ flat vs. last month
Drip fix launching · 20% budget
LTD Cases
35
↓ −5% vs. last month
PPC over target · 45% budget
Cost Per Case vs. Targets 2 of 3 over target
| Practice Area | Current CPCase | Target CPCase | Min. ROI | Status | Action Item |
|---|---|---|---|---|---|
| SSD Social Security Disability | $438 | ≤ $400 | 8.5 : 1 | ⚠ Watch | PPC bid audit underway |
| VA Veterans Administration | $612 | $500–600 | 10 : 1 | ✕ Over | HubSpot drip overhaul |
| LTD Long Term Disability | $2,140 | ≤ $1,667 | 6 : 1 | ✕ Over | Hennessy 60-day gate active |
| Elder Law Medicaid Planning | — | TBD | TBD | ◎ Test Phase | Data collection only |
Lead Volume by Source 1,682 total this month
| Source | Leads | Share | Visual | Conv. Rate | Trend |
|---|---|---|---|---|---|
| Organic / SEO DisabilityDenials.com | 571 | 34% | 11.2% | ↓ −33% YoY | |
| PPC — Google Ads Hennessy Digital | 387 | 23% | 9.8% | ↓ CPL above target | |
| Attorney Referrals ~4,500 attorney network | 454 | 27% | 13.4% | ↑ Best conv. rate | |
| TV — Houston Market Roux Advertising | 202 | 12% | 10.5% | → stable | |
| Client Referrals 20,000+ client database | 68 | 4% | 12.1% | ↑ Drip live |
CallRail Attribution Intelligence 1,682 calls tracked this month
CallRail — Call Tracking & Source Attribution
Every inbound call matched to source · campaign · keyword · practice area
1,682
Tracked calls this month
Answered Calls
1,421
84.5% answer rate
Avg Duration
4m 38s
Qualified lead signal
First-Time Callers
1,189
71% new prospects
Missed Calls
261
↑ 18 vs. last week — flagged
Auto-Synced → HubSpot
1,682
100% — no manual entry
Digital / PPC Tracking NumbersDNI Active
Organic / SEO — DisabilityDenials.com
571 callsCPL: tracking
PPC SSD — Google Ads (Hennessy)
218 callsCPL: $52 ↑
PPC VA — Google Ads (Hennessy)
97 callsCPL: $48 ↑
PPC LTD — Google Ads (Hennessy)
72 callsCPL: $218 ↑
Hispanic Market — Spanish Landing Pages
—Launching Wk 6
TV & Referral Tracking NumbersHalo Live
TV Flight — SSD (Roux Advertising)
148 callsOn target
TV Flight — VA Halo (Roux) New
38 calls↑ Attributed
TV Flight — LTD Halo (Roux) New
16 calls↑ Attributed
Attorney Referral Inbound
454 calls13.4% conv.
Client Referral Inbound
68 calls12.1% conv.
SSD Call Quality
Qualified
68%
Not qualified
22%
Hung up
10%
VA Call Quality
Qualified
44%
Pre-filing
38%
Not qualified
18%
LTD Call Quality
Qualified
58%
Not qualified
28%
Wrong type
14%
↑ New This Week
TV halo attribution now live. Unique CallRail numbers deployed per Roux flight for VA and LTD in addition to existing SSD tracking. This week: 54 calls attributed to TV across VA (38) and LTD (16) — previously appearing as untracked “direct” inbound. The $400K Roux spend now has a cross-practice ROI story for the first time. Full halo attribution model: 3 weeks to complete.
2026 Annual Growth Target Tracker
Cases YTD
487
Jan–Mar 2026
Pace: ~1,948 annual
Q1 Target Pace
540
needed by Mar 31
Gap to close: 53 cases
VA Conv. Rate
6.4%
Target: 8–10%
HubSpot fix: +15 cases/mo
Hispanic Launch
Wk 6
On schedule
$7,500/mo test budget
02 of 05 — Rock Review · 15 min
Q1 2026 Quarterly Initiatives
PPC Audit & Hennessy Performance Gate
Owner: Ernest G. · Due: End Q1
Root cause confirmed: broad match drift + Quality Score decay on LTD keywords. 60-day remediation gate presented March 18. Checkpoint: April 18.
Progress40%
AI Search Visibility — AIEO Implementation
Owner: Ernest G. + Hennessy · Due: End Q2
GSC diagnostic complete. 20 pages flagged for restructuring. Schema markup plan in review. PR brand-mention campaign briefed to Bianca Bucaram.
Progress25%
Hispanic Market Launch — Houston Paid Social
Owner: Ernest G. · Launch: Week 6
Competitive audit complete. Campaign brief written. Spanish landing pages reviewed. Facebook/Instagram launching Week 6 at $7,500/mo test budget.
Progress65%
VA HubSpot Pre-Filing Drip Overhaul
Owner: Ernest G. + Mktg Assistant · Due: End Q1
New 9-touch sequence mapped and drafted. “You’re not eligible yet — here’s what happens next.” Enrolling new VA leads this week. Target: 6% → 8%.
Progress70%
Medical Professional Network Launch
Owner: BDM + Ernest G. · Due: End Q2
BDM onboarded. Disabled Doctor/Dentist/Nurse guides inventoried. LinkedIn targeting plan drafted for Houston surgeons. First 25 contacts identified.
Progress20%
Operational Continuity — All Vendors Active
Owner: Ernest G. · Completed: Week 2
All four vendor relationships established. Q2 master calendar built. Newsletter schedule confirmed. Attorney gifting locked. HubSpot audit complete. Zero gaps.
Progress100%
03 of 05 — Headlines · 10 min
Customer & Employee Headlines
Client & Market Headlines
Market
Google SGE expanding — 3 more SSD query types now showing AI answers
Identified via GSC CTR monitoring. Added to AIEO restructure list. Flagging for Hennessy Friday call.
Intake
Erika Torres: PPC lead quality improving after match type tightening
Fewer unqualified calls from Google Ads this week. Early signal that SSD fix is working.
Reviews
3 new 5-star Google reviews — two mention case manager by name
Responded within 24 hrs. Added to employee recognition for next newsletter.
Team & Operational Headlines
PR
Bianca Bucaram: First pitch submitted to Houston Chronicle legal desk
Pitch angle: Marc Whitehead as expert on AI’s impact on disability claimants. Brand search lift to follow placement.
Ops
Q2 Successful Barrister Newsletter — content brief submitted on schedule
Issue 3 of 6. Attorney gifting April package shipped via The Vault on March 22.
04 of 05 — To-Do Review · 10 min
Action Items — Previous Week
Completed from Last Week
✓
Present Hennessy with written 60-day performance gate documentErnest G.✓
Audit top 20 DisabilityDenials.com pages against GSC CTR loss dataErnest G. + Hennessy✓
Brief Bianca Bucaram on Q2 marketing calendar and PR priority anglesErnest G.✓
Submit April attorney gifting order to The Vault — St. Patrick’s Day, Top TierMktg AssistantMap VA pre-filing drip: 9-touch sequence content calendarIn Progress
Competitive audit — Houston Spanish-language legal Facebook adsIn Progress
New This Week
Launch Hispanic market Facebook/Instagram campaign — $7,500 test budgetErnest G.
Submit schema markup implementation brief to Hennessy for top 20 pagesErnest G.
Pull CallRail source report — verify PPC attribution accuracy vs. HubSpotErnest G.
BDM: Identify first 25 medical professional contacts via LinkedInBDM
05 of 05 — IDS: Identify, Discuss, Solve · 40 min
Issues List
Critical
LTD PPC cost per case at $2,140 — 28% above the $1,667 target
Hennessy 60-day gate active. Root cause: Quality Score decay on professional targeting keywords + broad match pulling unqualified queries. Decision point April 18 — stay or replace.
Critical
Organic traffic down 33% — AI interception confirmed on 14 query types
Not a ranking failure — impressions holding, CTR collapsing. AIEO restructure underway for top 20 pages. Budget ask: +$8K/mo content production for 90 days. Level 10 approval required (>$2,500 reallocation).
High
VA conversion at 6.4% — fastest ROI improvement in the portfolio, zero cost
New 9-touch HubSpot pre-filing sequence launching this week. No additional budget. Projected impact: +18 cases/month at 8% conversion. Measure at Day 45.
Medium
TV “halo effect” unmeasured — $400K in Roux spend lacks cross-practice attribution
Proposal: unique CallRail tracking numbers per TV flight + pre/post branded search volume comparison to isolate LTD and VA halo lift. Implementation: 3 weeks.
Supplemental — Vendor Health
Vendor Scorecards
Hennessy Digital
SEO / PPC · $454K annual
PPC Performance✕ Over
SEO Rankings✓ Holding
60-Day Gate⚠ Active
RelationshipCollaborative
Roux Advertising
TV — Houston · $400K annual
SSD Direct Leads✓ On Target
Halo Attribution⚠ Building
Creative Rotation✓ Current
RelationshipStrong
The Vault
Print / Mail / Gifting
Newsletter Delivery✓ On Schedule
Attorney Gifting✓ April Shipped
Quality✓ No Issues
RelationshipStable
Bucaram PR Group
Public Relations · $3.5–5K/mo
Media Pitches1 Submitted
PlacementsPending
Marketing Sync✓ Briefed
RelationshipNew — 6mo term
EOS Level 10 Format · 90 min maximum
Timed Meeting Agenda
9:00
Scorecard Review — 15 min
Lead volume by source & practice area · Cost per case vs. targets · Case signup progress toward 20% growth · Vendor highlights
9:15
Rock Review — 15 min
Quarterly initiative status · Red / Yellow / Green · Blockers for IDS
9:30
Customer / Employee Headlines — 10 min
Client feedback · Market news · Team updates · AI search developments
9:40
To-Do List Review — 10 min
Done / not done — no discussion · Carryovers moved to IDS if blocking
9:50
IDS — Identify, Discuss, Solve — 40 min
Strategic decisions · Vendor escalations · Budget reallocations >$2,500 · Issues threatening 20% growth target · Marc’s final approvals
10:30
Conclude — Commitments Confirmed
New To-Dos assigned with owners · Cascading messages confirmed · Next Level 10: Tuesday 9:00 AM